Clayton’s Heritage Market

The Challenge

With many retailers offering some grocery products, from drug retailers to mass merchandisers to local fruit and vegetable shops, a local grocery store wanted to make sure it stood out.

The Objective

To position Claytons Heritage Market as the best grocery shopping option with roots in the community

The Plan

For groceries, Canadians, by far, consult newspapers for information. 59% of Canadians refer to newspapers (print or online) to source this information- outscoring the next media, online (not newspaper), by three times! ¹

Also 60% of consumers are more likely to engage with an ad if its location is relevant to them. ²

Claytons Heritage Market decided to use local newspapers to communicate its “locally owned and operated” message. It is the right medium to connect with the community.

Rather than adding an insert to the distribution of the paper, its two-page ads are integrated into the newspaper in two locations – always appearing on page 15 & 16 and on pages 57 & 58. Claytons holds these positions in every edition so that the community knows where to look for their weekly features.

Furthermore, the two pages on 15/16 are on the same sheet as the two pages at the back allowing shoppers to pull the ads out of the paper and use it just like they would a flyer. This way Claytons leverages the power of being within the pages of the newspaper as well as the look and feel of a flyer for those wanting to pull it out and take with them. In effect, their four ad pages completes a full four page flyer.

The Creative

Claytons Heritage Market is thrilled with their placement within our newspaper. Being an integrated insert helps them get noticed. As well, our ability to place them on the same pages allows them to become part of content – an expected contributor to the community.
- Peter Kvarnstrom, Publisher, Coast Reporter

The objective was for the creative to reaffirm the grocer’s close-knit ties to the community while also featuring its fresh products. The headline highlights its 60 years of service. While the “succulent” visuals reinforce its strength in key product areas such as produce, meats and dry goods. Specials are, of course, a key part of the communication.

The Result

We believe that being part of the local newspaper helps us reinforce our position in the community. It allows us to effectively communicate our strengths and our weekly specials. This partnership has been very successful for us!
- Claytons Heritage Market

Sources:
1 Totum Research on behalf of Newspapers Canada, National (balanced by population) online panel, English and French, 1,000 Canadian adults 18+, November 2010
2 Google 201

Courtesy of Newspapers Canada